The characteristics of televisions continue to evolve according to the latest trends and lifestyles. In this context, the role of television has expanded. Whereas previously it was just a simple entertainment device, the TV has now become a central part of users’ interior design projects.
To keep up with emerging trends, Samsung Electronics has continued to think outside the box by exploring new possibilities for televisions. Since 2015, the company has been constantly pushing the boundaries to develop new looks and features on its TVs and ensure consumers can tailor their TV to their lifestyle. So how did Samsung design their lifestyle TV line-up and what kind of customer experience does it aim to deliver? To find out, Samsung Newsroom sat down with the company’s TV lifestyle product planners, who have contributed to solutions ranging from The Serif to The Terrace.
Lifestyle televisions: becoming more than just a living room accessory
A vivid picture and a sense of immersion are two fundamental things that a TV must deliver, with a well-designed product capable of delivering both. Nowadays, lifestyles are changing and viewing has left the living room, with people preferring to consume their content in the room they are in at the time.
“Our goal was to enable consumers to have a range of different screens for different spaces in their home,” said group leader Kang-il Chung. “This would allow them to enjoy the content they want, wherever they are, based on Samsung’s ‘Screens Everywhere’ philosophy. Chung’s job is to analyze technology trends and usage patterns, which has allowed him to begin to determine the new features that users expect from their TVs.
“In order to establish concepts for new TV products and functions, we are looking at things like TV usage, interior design trends, and the overall cultural and lifestyle preferences of our users,” explained product planner Kyuseong Lee. During the planning phase, product planners focus on connecting the desired user experience to the essence of the product. By doing this, the team seeks to give the user a better understanding of both the history of the product and the distinct experience it offers. Lee added, “Rather than just adding a lot of different functions, we are working to clearly define the main concept of the product and then make it different. In this way, we seek to achieve all aspects of the base experience perfectly.
The Serif and The Frame: bring an elegant decoration to your other rooms
Since the time of its invention, television has been considered a living room staple. But now, with a growing number of users also installing TVs in rooms like their bedrooms and offices, that is about to change. In line with this trend, Samsung has expanded what it sees as the living room’s “TV space” to a range of other rooms. Along with this, the company began to develop televisions that not only suit the interior aesthetics of these other rooms, but include features that match the needs and lifestyles of people using the rooms.
In September 2015, Samsung introduced its first lifestyle TV, The Serif, designed to contribute to users’ interior design projects. The iconic I-shaped design of the Serif was created by the internationally renowned Bouroullec brothers and is an ideal choice for those looking for an aesthetic TV that fits well in any space. “We looked for a meaningful design that emphasized people and space, and tried to move away from the usual ‘TV look’,” Chung said. “Many consumers say The Serif looks more like a lifestyle product than a TV. “
The continued efforts of the product planning team to develop new models that integrate well with their surrounding environments have also contributed to the development of The Frame. Resembling a modern photo frame, this TV can be adapted to any interior design style and features an “art mode” that allows viewers to enjoy artistic masterpieces from the comfort of their own homes. The TV’s sensors are also capable of automatically detecting light intensity and movement. “Samsung works with world-renowned curators, renowned art galleries, museums and artists to offer a large collection of art through the Art Store,” explained Sunwoo Kim. “We will continue to work hard to ensure that we are able to display an increasingly wide range of stunning works of art in stunning resolution. “
Think outside the box: the Sero for Generation Y
And Samsung’s “think outside the box” development philosophy goes beyond space considerations and extends to form. While a typical TV has a horizontal screen in 16: 9 aspect ratio, the increasing use of mobile devices by modern viewers means that watching content on vertical screens is becoming more and more common. The trend of millennials looking at things on their smartphones, in particular, has contributed to the increased prominence of vertically displayed content. Thus, The Sero was developed to answer the question “What if we could rotate the TV screen to better match the lifestyles of millennial users?” “
The Sero is the result of this daring idea. “Developing the Sero with a rotating screen was a long and difficult journey because it felt like we were exploring uncharted territory,” the product planners said. The team had to take into account a wide range of factors, such as manual or automatic rotation of the screen by the user. The project brought together many different teams with the goal of creating a whole new consumer experience, with their efforts ultimately culminating in “The Sero”. “We are seeing an increasing consumption of vertical and short content on social networking sites,” Chung noted. “And The Sero allows viewers to use screen mirroring to watch this content in an immersive full screen format. “
Extension to other spaces: the first and the terrace
Over time, the focus of Samsung Lifestyle TVs has shifted again. Due to the pandemic, many people prefer to watch movies at home rather than going to the movies these days. The Premiere is specially designed for those who want to create a theater-like environment in their home. This easy-to-install model features a large cinema-like screen with crisp picture quality. “With The Premiere, you can enjoy your favorite content on an ultra-wide screen from the comfort of your home,” Kim explained. “With a premium fabric finish, The Premiere is also a great addition to your home decor. “
In today’s climate, more and more people are also using private outdoor spaces such as balconies. In line with these changes in consumer lifestyle, Samsung introduced its first outdoor TV model, The Terrace. With superior water and dust resistance, The Terrace provides an exceptional viewing experience regardless of rain, heat or other adverse weather events. Lee said, “In the future, the outdoor TV market is expected to grow exponentially. The terrace provides the optimum outdoor viewing experience, delivering exceptionally vivid and detailed images in both sunlight and shade.
As our televisions become more and more important parts of our lives, some argue that product evolution is drawing to a close. But Chung thinks differently, saying that “there is still an endless range of possibilities for what our televisions could become in the future. He expressed the hope that he and his team will be able to continue to introduce new and varied lifestyle television models to continue to provide new experiences to consumers.
Samsung’s lifestyle TV product planners believe that TVs must continue to evolve in order to keep up with ever-changing lifestyles. “We want to develop televisions that people want to own and will want to show off,” Kim said. “Our dream is to build a“ lifestyle universe ”where each space is equipped with a lifestyle television adapted to the function of the space.